New gTLD registries have a lot to learn from what happened with Dot Co, as it basically represents a perfect case study of marketing done right in the domain space.
At the beginning of the craze with new extensions, the first thing that surprised me was the unwillingness of registries to spend money on advertising to domain investors. They basically did the exact opposite of what .co did a few years ago. I’d call this a huge marketing fail: you have the perfect success story right in front of you and do the exact opposite. Needless to say, new GTLDs had poor results by any stretch of the imagination.
What we also need to do however is learn from what .co did wrong. Have you noticed any .co advertisements on domain investing-related sites recently, for example? Probably not because there aren’t any. Dot Co stopped advertising aggressively and as expected, their results took a nosedive. What this means is that if the advertising efforts of a registry operator aren’t sustained, results will plummet.
Source: Domaining Tips
What do you have to say?
At the beginning of the craze with new extensions, the first thing that surprised me was the unwillingness of registries to spend money on advertising to domain investors. They basically did the exact opposite of what .co did a few years ago. I’d call this a huge marketing fail: you have the perfect success story right in front of you and do the exact opposite. Needless to say, new GTLDs had poor results by any stretch of the imagination.
What we also need to do however is learn from what .co did wrong. Have you noticed any .co advertisements on domain investing-related sites recently, for example? Probably not because there aren’t any. Dot Co stopped advertising aggressively and as expected, their results took a nosedive. What this means is that if the advertising efforts of a registry operator aren’t sustained, results will plummet.
Source: Domaining Tips
What do you have to say?
